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Three Barriers to Chinese Blueberry Industry

Three Barriers to Chinese Blueberry Industry . Xiangpeng Lou The Chairman & Chief Advisor, Beijing Fly Brand & Marketing Consulting Institutions. Blueberry ： Blue Fruit Queen. WHO recognized blueberry as the fruit with highest nutrition value.

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Three Barriers to Chinese Blueberry Industry

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  1. Three Barriers to Chinese Blueberry Industry Xiangpeng Lou The Chairman & Chief Advisor,Beijing Fly Brand & Marketing Consulting Institutions

  2. Blueberry：Blue Fruit Queen • WHO recognized blueberry as the fruit with highest nutrition value. • FAO listed blueberry among top five healthy food. • U.S.A listed blueberry among top 10 healthy food and top 10 brain food in the world. • But in China, • there is a lack of cultivated area,industrialization, value recognition, consumption and added value. How to maximize the value of the “Blue Queen”?

  3. A thing cannot exist without its basis.

  4. Barrier 1: Organization and Cooperation We must bind us together. No cooperation, No future!

  5. Sound environment, • a driven force to promote the industry • 蓝莓产业协会 • 蓝莓产业基金 • 佳沃蓝莓学校 • 佳沃蓝莓技术中心

  6. Enhance brand value

  7. Create consumption habitand introduce customer value chain.

  8. Whole industrial chain? Only looks good.

  9. 95% of the companies do not have the capability to develop Whole Industrial Chain. A big misunderstanding： The smaller the company is, the more ideas it has. The less it sells, the more product varieties it has. 95% of companies bankrupted because of over-expansion rather than small scale.

  10. “Blue family”: big but weak.

  11. The power of “eugenics”

  12. Jiahua Flowers Pastry : beautiful and pure

  13. Barrier 2: Pinpointing • Big is small. Small is big.Fast is slow. Slow is fast.Know yourself. Find the right customers. • Get your position.Reduce,focus, optimize • Simple but perfect. • Being the irreplaceable value chain of industry! • Pinpointing makes perfect!

  14. How about market? • Mayor, farm, factory and market, which one is more important?

  15. Essence : Why do firms exist? The only pursuit of company is Creating Customers. Two necessary skills: Marketing and Innovation Father of Management：Peter F．Drucker

  16. Insight： • Customers 'needs transform • Enough food， • Healthy food， • Luxury food. • 3000 dollars effects • From subsistence to decent • From material needs to spiritual needs • From product to brand • Substance and spirit, product and brand: • All is important.

  17. Insight: Internet derives the transformation of customer decision model.

  18. Insight: Based on marketing and innovation well connected All in Creating Customers Value

  19. No matter farm, factory, board chairman or internet, big data, fans economics in a word: All for Customers

  20. As for agriculture industry, • the biggest barrier to • marketing is • over-specialization. • Our biggest challenge is how to think out of the agriculture and products.

  21. ZESPRI：turns Chinese Kiwi into New Zealand amazing fruit. Significantly increase the price. • Evan: makes water luxury and loved by young people.

  22. France: wine is a life style Lipton: turns Chinese“slowtea”into“fast tea” and be popular worldwide.

  23. Taiwan Berry Dream Factory: makes agriculture creative • Chu Cheng：turns oranges into a spiritual symbol.

  24. Haoxiangni: makes jujube chips. Delicious, convenient and more profit. • JDB：turns street cold tea into family necessaries.

  25. Lenovo: inputs IT spirit into modern agricultural industry • No industry can make progress or development without the promotion of leading enterprises as well as the creativity and entrepreneurial spirit of business leaders.

  26. Barrier 3: Crossover Thinking out of the industryThinking out of the productCrossing management needs to break any form of borders, overturn traditions, boldly take the advantages of other industries, form relative advantages and keep making progress. The key to creativity is crossing.

  27. Cross-border thinking Chinese blueberry market needs creativity.

  28. Does 2014 FIFA World Cup have anything to do with us?

  29. Does You Who Came From The Star has anything to do with blueberry?

  30. “Agriculture is art.” “ A country’s wealth lies not in its natural resources but in its people’s wisdom and ideals.”

  31. Good blueberry in China, better blueberry in Qingdao. USA, Chile, China, “Big Three "of the world blueberry industry. Blueberry, Blue Sea, Blue City

  32. Thanks！

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